Upload
others
View
5
Download
0
Embed Size (px)
Citation preview
Develop leaDs. Increase sales. Improve roI.
WHAT’S HOLDING YOUR
SALES EFFORTS BACK?
Like the rest of your field, you’re looking to take your numbers to
the next level. You want to generate not only more leads, but better
leads. Leads that are qualified. Leads that are current. Leads that
convert into sales.
But a number of “pain points” could be hampering you. Maybe your
databases are outdated, disconnected or undersized. Perhaps your
cost-per-lead is rising, and you need to control investment leaks.
Or you haven’t been able to keep up with CAN-SPAM and the multi-
tude of new rules governing direct marketing.
For some, your tracking and reporting capabilities are lagging, but
you just don’t have the time to focus on it. For others, your most
expensive sales resources are being wasted on low-quality leads.
Or, worst of all, maybe you’re having a hard time getting a handle on
ROI for your various marketing campaigns.
You want to generate not onlY
more leaDs, but better leaDs.
leaDs that are qualIfIeD.
You want to generate not onlY
more leaDs, but better leaDs.
leaDs that are qualIfIeD.
HOW OUR COMPLETE
LEAD GENERATION Founded in 1992, ResponsePoint provides integrated lead generation
solutions to help marketing and sales leaders deliver banner results
with unparalleled cost-effectiveness. What makes us different is
that we approach all of our clients as partners. We help you identify
what’s working—and what’s not—in order to develop customized
strategies for generating the most important component of sales
success. High-quality leads.
Through our comprehensive, closed-loop approach, you can
categorize the quality of a lead and focus critical resources on only
the most relevant ones. You can measure ROI. You can determine
which investments produce sales and which ones do not. You can
provide detailed reporting to management. In sum, you can make
smarter investment decisions and ensure better sales outcomes.
At ResponsePoint, our services are flexible enough to deliver à la
carte solutions and robust enough to grow with you as a strategic
partner. We do everything from cold-call telemarketing to complex,
integrated communications. Plus, we keep abreast of changing rules
so you don’t have to. By managing leads from planning to result, we
remove the “pain points” so that increasing sales—while reducing
cost-per-lead—has never felt better.
SOLUTION CAN HELP
Integrated Lead Generation Solutions
Email Communications
Database Management
Web Marketing
Telemarketing
Collateral Creation
Trade Show Lead Qualification
Logistics & Fulfillment
Direct Mail Communications
Strategic & Account Management
OUR CORE CAPABIL IT IES INCLUDE
INTEGRATED LEAD GENERATION SOLUTIONS :
THE COMPLETE PACKAGE
At ResponsePoint, we can address pressing needs with à la carte
solutions, or we can reenergize your lead generation efforts from
top to bottom. The benefit of our complete package of integrated
solutions is that we work with you as a strategic partner to find
the weaknesses and opportunities within all of your programs. Our
expertise becomes yours.
We then develop comprehensive lead-generating strategies utilizing
multiple tactics. Direct mail. Telemarketing. Email. Trade show
lead qualification. By leveraging the combined power of all of our
capabilities, our complete package can produce record-breaking
numbers of high-quality leads, future information requests and new
database contacts.
our complete package can proDuce
recorD-breakIng numbers of
hIgh-qualItY leaDs...
Our partner needed a top-notch lead generation program
for their new product launch that would address both
retention and acquisition customers. They also needed to prove
unquestionable ROI so that future funds could be secured for
continued marketing efforts. In response, we developed a closed-
loop, integrated solutions program that combined outbound
telemarketing, direct mail, email and web marketing.
the results? Our program generated 312 immediate tele-
marketing leads for sales follow-up (a conversion rate of 4.28%) and raised telemarketing ROI from 19 to 1 in a previous
campaign to 22 to 1. We also raised the overall campaign ROI
from 5 to 1 in a previous campaign to 8 to 1, added 1,910 new
contacts to the database and updated 1,518 existing database
accounts. In the end, our partner got the immediate sales
they wanted as well as a large, clean database that
could be nurtured to produce a steady stream of
quality leads.
IntegrateD solutIons program raIses roI to new heIghts
CASE STUDY
THE COMPLETE PACKAGE
CORE CAPABIL ITY:
DATABASEMANAGEMENT
At ResponsePoint, we’re experts at getting the best possible
performance from your CRM/database systems and list rentals.
We believe in clean, updated databases, and after you see the
difference, we think you will too. To meet your changing needs, we
offer a full suite of database services to ensure that your data has
never worked harder for you.
Our sub-capabilities in this mission-critical area include data entry,
database design, database audits, database updates, data analysis,
data segmentation and database management. Once you outsource
your database needs to us, you can rest easy knowing that well-
maintained databases are known to produce a reliable stream of
future leads.
we belIeve In clean, upDateD
Databases, anD after You see the
DIfference, we thInk You wIll too.
A manufacturing partner needed to turn a recent acquisition’s old,
paper-based customer lists into a database. Simply put, the lists rep-
resented a golden opportunity for retrofit product sales. They also
needed to determine which customers were still in business and capture
current addresses, phone numbers and titles. In response, we initiated a
major research effort to build out each database record. We then launched
a sophisticated outbound telemarketing program to engage hard-to-reach
senior engineers and plant facility managers in a lead-generating dialogue
about retrofit and add-on products.
the results? High-quality leads were generated at a rate of one per
telemarketing hour and immediately passed on to sales reps to close.
Other qualified leads who were not ready to purchase were identified
as well. the cost per lead was less than $50, while each
potential retrofit sale was valued at over $50,000. Lastly, our
partner gained a valuable database containing hundreds of
untapped leads to nurture for new business.
CASE STUDYDatabase buIlD-out DelIvers one new buYer per hour
Good telemarketing starts with good hiring. At ResponsePoint, we’re
extremely selective, and we don’t plan to change that. With over 40
years of call center management experience, we also understand
the importance of training, motivating and promoting our staff. Our
talented team can handle the full spectrum of call complexity from
simple database builds to in-depth technology conversations with
C-level executives. We know how to build rapport with gatekeepers,
engage decision-makers and discuss business pain.
ResponsePoint telemarketing programs are so successful because
we consistently grow the skills of our reps and take great care to
match their experience level with the complexity of our programs.
It’s what sets us apart and what brings our partners back time
and time again. Our outbound capabilities include telemarketing,
database audits, market research, lead qualification and event
support. Alternately, our inbound response management services
include telephone, business reply mail, email, web form and fax.
CORE CAPABIL ITY:
we know how to buIlD rapport
wIth gatekeepers, engage DecIsIon-
makers anD DIscuss busIness paIn.
TELEMARKETING
A software company needed to quickly and significantly
increase the volume of leads to meet year-end revenue goals.
In response, we developed a sustainable outbound telemarketing
program to deliver qualified leads to the inside sales team. We
created a call guide and thoroughly trained our call center staff.
Then we refined with call strategy and frequent debriefing sessions
during the first week of calling. After the call performance met
everyone’s expectations, we launched the program at a rate of 250
telemarketing hours over three months.
the results? 3.6 introductory presentations were made during
each hour of calling, and 119 qualified A-level leads (3%) were
produced over three months. Most impressively, the average value per sale was twice that of other marketing
communication leads (e.g. pay-per-click, internal
telemarketing), and our partner decided to dramatically
expand their lead generation efforts. In fact, they
decided to make telemarketing one of their key
revenue drivers for the year.
telemarketIng program proDuces twIce the average sale
CASE STUDY
CORE CAPABIL ITY:
TRADE SHOW LEAD QUALIFICATION
Trade shows can deliver large quantities of “raw” leads. The problem
is that the majority of these leads may be nothing more than the
contact information of booth visitors hoping to win your “giveaway.”
When passed on to the sales force, there are often few qualifying
details attached. For example, is the contact even interested in
purchasing? Does he/she have the authority to make decisions?
What is the timeframe?
Unfortunately, your expensive sales resources may have no idea
how relevant the lead is, and they may waste their time pursuing
completely unqualified leads. Clearly, this is not a cost-effective
approach. ResponsePoint can help by developing customized, highly
accountable pre- and post-show lead qualification processes. We
can drive the right kind of people to your booth—and then help you
determine which ones merit swift follow-up.
responsepoInt can help bY DevelopIng
customIzeD, hIghlY accountable pre- anD
post-show leaD qualIfIcatIon processes.
Like many companies, our partner was investing significant
funds in trade shows with unknown ROI. Furthermore, the
value of “raw” leads gathered at these events was considered
questionable by the already-busy sales force. In response, we
created a post-event lead qualification process. Before leads
were passed on to the sales force, we placed a follow-up call and
assigned each of them a quality grade of A, B, C or D.
the results? Out of 4,732 raw leads generated over 17 events,
we categorized 310 (7%) as grade A and immediately passed them
to the sales team for follow-up. Another 635 leads (13%) were
ranked as grade B or C and added to the database as prospects
to be nurtured. The rest of the leads (80%) were ranked a D
and disqualified, ensuring that no further dollars or sales
efforts were wasted on them. In the end, the cost per a-level lead was $55.07, which is less than the
cost of an hour of a typical salesperson’s time. Our
satisfied partner saved money, used their time more
effectively and improved ROI.
leaD qualIfIcatIon program stops waste anD Improves roI
CASE STUDY
One of the most powerful tools in your marketing mix, direct mail is
much more than mailing a marketing piece. It’s sending a dynamic,
well-designed marketing piece to the right target. At ResponsePoint,
we can help take your direct mail program into a new era with our
creative strategies, flawless execution and high conversion rates.
Our direct mail capabilities include account planning, target market
identification, database analysis, database management, graphic
design, copywriting, print execution, and measurement follow-up.
Whether you want us to handle everything or just one piece of the
puzzle, we have both the skills and the savvy needed to reinvigorate
your direct mail program.
CORE CAPABIL ITY:
DIRECT MAIL
whether You want us to hanDle
everYthIng or just one pIece of the
puzzle, we have both the skIlls anD
the savvY neeDeD to reInvIgorate
Your DIrect maIl program.
Our partner conducts two major direct mail campaigns per year.
As conversion rates had remained flat for the past three years,
they came to us to increase conversions, update product messaging,
dramatically revamp creative and improve list effectiveness. In response,
we created new direct mail messaging and uniquely shaped packaging
with cutting-edge appeal. We refined the database to eliminate dated
customers. Finally, we refocused efforts toward acquisition targets instead
of stale retention targets by incorporating three new markets and 35,000
new potential customers.
the results? Success. Our database cleanup increased the sales
conversion percentage of active retention customers from 4.36% to 8.32%. Our focus on three promising new markets
paid off, as they represented 42.2% of acquisition customer purchases.
Furthermore, our creatively designed materials significantly
outperformed our partner’s internally produced direct mail pieces.
We posted a 4.48% conversion rate, compared to a 0.67%
conversion rate for the internal campaign. Overall, our
campaign produced $1,611,956 in revenue for a stellar
roI of 674.4%.
IDentIfIng new markets helps to Increase conversIon rates
CASE STUDY
CORE CAPABIL ITY:
EMAILCOMMUNICATIONS
From a single, auto-generated email to large email blast campaigns,
ResponsePoint can design, assemble, deploy and track your most
critical permission-based email campaigns. Our capabilities include
graphic design, copywriting, quality assurance, list consolidation,
deployment, performance measurement and inbound email response
management services.
When you outsource your email communications to us, you no
longer have to lose sleep over compliance with CAN-SPAM and
the rules governing email. We’re compliance experts, and we do
everything by the book. It’s our job to stay on top of the latest legal
requirements, as well as educate ourselves about your company’s
own email policies.
from a sIngle, auto-generateD emaIl
to large emaIl blast campaIgns,
responsepoInt can DesIgn, assemble,
DeploY anD track Your most crItIcal
permIssIon-baseD emaIl campaIgns.
Our partner needed to follow up with trade show attendees
who “opted in” for further communications. It needed to
happen in a timely manner, but cost-effectiveness was a priority.
In response, we mapped out a schedule to input all data and
contact information into the partner’s database within one week
of the event and to deploy a follow-up email within two weeks.
We developed customized, high-end creative; insured corporate
and CAN-SPAM compliance; and put in place tools to measure the
campaign progress.
the results? Our appealing creative outperformed
the industry average for open percentage (49.7% vs. 28%)
and click-through percentage (7.05% vs. 5.30%). Our email
functionality allowed attendees to obtain further product
information, register for additional events, or purchase the
product, while our detailed reporting and measurement
analysis provided our partner with full campaign oversight.
Finally, our email program was cost-effective at $22.15
per email, and our partner has a database for
future outreach and promotions.
emaIl follow-up program outperforms InDustrY average
CASE STUDY
EMAILCOMMUNICATIONS
Available Spring 2006!
Pour on the profit, productivity, and quality!The ALL-NEW HP Designjet 8000s & HP Designjet 9000s seriesprinters will put a kick in your <sign shop> business.
HP's unrivaled reputation for digital printing now makesa BOLD debut into the outdoor printing market. Coming this Spring the NEW HP Designjet 8000s & HP Designjet 9000s series printers. These new, low-solvent1 digital printers, are designed with uncompromising reliability and performance, exceptional imagequality and durability, and a remarkable ease of use.
These two printers are virtually self-contained powerhouses... ideal for signs, banners, vehicle graphics, andall of your customers' other large-format applications. Increase your print volume, improve your services,and reduce your costs. Both printer series feature:
Both printer series feature– Exceptional print speeds without sacrificing quality.– Vivid, long-lasting color output.– Consistent quality and performance when used with genuine HP inks and media.– Increased productivity and cost savings: Easy unattended runs and a low cost of
operation improve your bottom line.– Longevity and durability through HP low-solvent inks.– Legendary HP reliability:
Superb quality and support give you more up-time.
CORE CAPABIL ITY:
CREATIVEEXAMPLES
GIS professionals team with HP to create safer communitiesWhen public safety issues are at hand, and your department is called on to analyze complexmapping information and make real-time decisions, look to the speed and legendary reliabil-ity of the HP Designjet series printers.
And now, Hewlett-Packard brings you the latest breakthrough from our HP Designjet Team —HP’s Double Swath Technology — built specifically for the New HP Designjet 4000 seriesprinters to deliver speed and productivity for GIS professionals like you.
With two long-life HP print heads for each color, the HP Designjet 4000 printer provides a wider print swath and a higher firing frequency than ever before. The result isremarkable line accuracy and crisp, clear four-color image quality. Plus, you get simultaneousjob processing and printing, as well as dramatically reduced response times from project to
CREATIVEEXAMPLES
WHAT OUR PARTNERS
ARE SAYING ABOUT US...
hewlett-packardI have worked with Response Point for four years. During that time, they have
never failed to impress me with their ability to execute to my schedule and my
budget, exceeding my expectations on both the level of management and the
follow-up on each and every campaign. Their excellent tracking and measure-
ment of my campaigns have provided invaluable insight into what works and
what doesn’t in my market and has enabled us to continually improve our ROI.
While working with ResponsePoint, I have reduced my cost-per-lead across all
media and provided my management with detailed ROI reporting. ResponsePoint
has helped to make my program a recognized success story within HP and has
been a key to our positive performance year over year.
—joleen winter, public sector sales manager, hewlett-packard
john crane I rely exclusively on ResponsePoint to handle lead qualification and management
activities for me so I don’t have to. This, in turn, allows me to focus on managing
the marketing communication and branding efforts of this $800 million com-
pany. Their team brings a great deal of business savvy and professionalism to
the John Crane mix of capabilities. I highly recommend ResponsePoint.
—andy martin, marketing communications manager, john crane
american marketing association—triangle chapterI would like to personally thank ResponsePoint for ALL their help throught
the year and especially during the membership drive and recruitment for the
Market Research Boot Camp. As a result, we won third place in the national
membership drive. This is a very significant accomplishment for our chapter.
—Dana cowley, vp membership
triangle chapter, american marketing association
THE RESPONSEPOINT
POINT OF VIEWat responsepoint, we are guided by an overarching philosophy.
In order to be a success, we have to make you a success…every single
time. That’s why we never rest easy after one good campaign. That’s
why we believe in results that outperform the last. Most importantly,
that’s why we approach you as a strategic partner instead of a client.
how do we outdo ourselves? How can we continue to
meet—and exceed—expectations with each new challenge? It’s easy.
It’s our people. At ResponsePoint, our eagle-eyed attention to detail
and unprecedented level of individual responsibility are the direct
result of our hiring practices. We only recruit those who share our
commitment to excellence.
Since our founding in 1992, we’ve built a workman-like culture. We
believe that good process and reliable execution matter. In our
people, we’ve sought specialists over generalists; track records over
record breakers; and genuine over flashy. Our people are bright,
talented and enthusiastic. They don’t just believe in accuracy. They
exemplify it.
From the top down, we believe in what we do and share a desire to
make a difference in your business. contact us today to begin a
partnership without limits.
PARTNER LISTthe following is a partial list of our current partners…
bronto software
financial research associates
global knowledge network
hewlett-packard company
Isa
john crane
lord corporation
mts sensor Division
raleigh chamber of commerce
peopleclick
regal entertainment group
schneider electric
COMPANY MANAGEMENT
BIOGRAPHIES
brian gossett chief executive officerBrian Gossett co-founded ResponsePoint in 1992 to provide a better, more measurable model for lead generation and lead management. For the past 15 years, he has worked to provide clients with better sales lead solutions that improve visibility and contribute to continuous improvement in marketing investment performance. Brian has more than 20 years of experience in sales, data management and contact center operations management. He is past president of the Carolina Direct Marketing Association and currently serves on the board of directors for the Triangle Chapter of the American Marketing Association. Brian holds an MBA from Duke University’s Fuqua School of
Business.
susan clark Director of contact center operationsSusan Clark joined ResponsePoint in June of 2000 to take over the manage-ment of our contact center operations. Susan has over 17 years experience in contact center management. Before joining ResponsePoint, she served as a Telesales Manager for Progress Energy, where she led her team to exceed sales goals by 70%. Susan also helped launch and manage the first U.S. contact center for Panasonic consumer products. Susan’s strong skills in project planning, employee development and contact center management have allowed ResponsePoint to continually exceed client expectations in our contact center operations. Susan has a bachelor’s degree in English and Education from Caldwell College.
kim barb Director of client servicesKim joined ResponsePoint in November 2002 to ensure that our partners have a great experience in their relationship with ResponsePoint. Kim has more than seven years of experience in marketing and advertising client support of Fortune 100 Clients. Before joining ResponsePoint, Kim was a Marketing Manager for Digitas, Inc., in Boston. She was the cross-team account lead, as well as the primary relationship manager for clients like AT&T, Bayer Pharmaceuticals and Microsoft. By working hand-in-hand with her clients, Kim enables them to execute measurable, integrated marketing initiatives. Kim holds a bachelor of science degree in Marketing and Management from the
McIntire School of Commerce at the University of Virginia.
CONTACT INFORMATION
Email: [email protected] Toll-free: 1.800.990.0725
CORPORATE OFFICES
raleigh office9400 Ransdell Road, Suite 8
Raleigh, NC 27603
P: 919.325.0304
F: 919.325.0323
Denver office9519 Pearl Circle, Unit 106
Parker, CO 80134
P: 303.790.1204
F: 303.790.1204
for more information on how responsepoint can help your company improve lead generation, please contact us today.
CASE STUDIESwant to see more details on the profiled case studies?contact us today.
Develop leaDs. Increase sales. Improve roI.